外贸价格谈判技巧
面对价格劣势，如何有效沟通与成交
1. 坦然承认价格高
如果产品价格比同行高出20%-30%，甚至更高，坦然承认价格确实较高，这样既出乎客户意料，也展现对产品的自信。同时，强调产品质量优异，说明高价背后能为客户节约成本、降低风险等，虽然这种方法有一定效果，但很多客户仍会搁浅。2. 了解市场差异
对于一些收入水平较低的国家，客户对价格敏感度很高。这种情况下，如果价格无法满足需求，客户可能会选择其他供应商。
3. 针对性策略
（1）寻找低成本材料或工艺：针对低价市场需求，尝试找到更便宜的材料或工艺以降低成本。（2）主动放弃低价值客户：对于价格要求过低的客户，果断放弃。明确自身产品的市场定位，专注于匹配的目标客户。
（3）差异化战略：采用差异化战略而非单纯的成本领先战略，注重产品设计、材料的独特性，寻找未被过度开发的蓝海市场及优质客户。
4. 深入了解客户需求
在与客户交流过程中，通过提问深入了解客户的公司性质、市场定位、商业模式及筛选供应商的标准等关键信息。这些提问不仅能获取客户潜在需求，还能帮助客户重新梳理哪些因素需要重视。5. 提升软说服能力
相比于直接强硬地说服客户，通过间接方式传递自身优势更为有效。例如，通过专业形象展示、细节把控以及业务员的专业素养赢得客户信任。6. 应对中东和印度客户
对于中东和印度等喜欢砍价的客户，需理解其文化习惯，并采取灵活策略。如将价格提高后再逐步让步，让客户感受到特别对待；同时设定明确底线，在合理范围内维护自身利益。7. 邮件案例分析
以下为一封典型的客户价格谈判邮件修改前后的对比及点评：修改前：
Dear Pina,
Glad to hear from you~
We really don't want to lose a good customer like you, so the price I quoted is lower than our general quotation.
and pls believe that the price is more competitive in our line of mirror.
What's more, the mirror frames you selected are very popular for good quality in Europe, like Ireland, England, Germany, Italy and so on. And we have received their repeat order.
If other suppliers supplied you the lower price than us, then according to my experience, I'm sure the quality cannot be same as ours, pls believe the quality of our product completely conforms to the Quality Standard of Europe.
You know, the price can be negotiable depend on order quantity, delivery time, package and payment, etc. Normally, The 40HQ' container can be put 5-7 styles of mirror frames, if the order quantity is enough, and you select 1-2 styles of mirror in one container, then I'll negotiate with my boss, to give you some discounts. How do you think so?
Can I have your ideas or requests about our products? If you give me the order quantity of every style of mirror, I'll quote the better price for you asap.
Look forward to your kind reply~
Much thanks and best regards,
XXXX
修改后：
Dear Pina,
Thanks a lot for email, and I fully understand your situation.
I really treasure you much as a very valuable customer. So I have applied hard from our boss for a most special price for you. Meantime, please rest assure that our superior quality will make your customers very satisfied. We may give reference to you for our satisfied customers scattered all over Europe like Ireland, Englang, Germany, Italy…
Regarding your request for a better price, I fully understand that it will be very helpful for you to sell faster in your market. We certainly will make our best to support you. I've just talked with our boss, he asked, whether you can order 1-2 styles and make one container?
This will be very helpful for us to reduce the production costs on our side.
Certainly, we will respect your decision, as you are expert on your market, and our final goal together is to move more products to your consumers.
Please give me the quantities & styles, so I will work out a best price for you fast.
Best regards,
XXXX
邮件点评：
- 修改后的开头更加明确且表现出对客户立场的理解。- 避免使用负面词汇，转而采用积极措辞，增强客户信心。
- 不诋毁竞争对手，而是突出自身长处。
- 强调shoulder-by-shoulder的合作感，体现替客户着想的态度。
- 结尾用祈使句敦促客户采取行动，提高回复率。
总结：
客户跟进谈判中，掌握适当战术与细节尤为重要。牢记“攻城为下，攻心为上”，以真诚、专业的方式打动客户。